Snapchat is slowly becoming more and more accessible and appealing for brands. First because of the availability of paid ads (still not nearly as robust or as accessible as they are on Facebook and Twitter, though I think we’ll see some steps in that direction in 2016), second because the audience is expanding, and third because brands are starting to understand how to use the platform.

Unsocial Media

Understanding how to use the platform has been a challenge, because, as AdvertisingAge suggests, Snapchat isn’t really social, it’s much more like television. Snapchat really isn’t the right fit for daily content calendars and engagement strategies — something brands and agencies are finally comfortable with using for other social networks. Snapchat is really about producing content that reaches a captive audience for a certain amount of time when they tune in — much like the good ol’ medium of broadcast television.

Beyond TV

There are a couple of ways brands are doing this. One way is through the Discover channel, where select publishers and brands distribute everything from articles to actual shows, as Comedy Central has done. Producing shows for Discover is a way for Comedy Central to reach those millennials who don’t actually own a TV.

Story Time

The second way is through Stories, which anyone with a Snapchat account can create. Stories allow you to save photo and video snaps in a series that will be viewable to followers for 24 hours. Followers can tune in anytime within those 24 hours to watch your “show.”

Expanding Your Brand

Fittingly since we’re talking about television, one of the brands that I tune in to on a regular basis is General Electric (GE). Periodically (note: not every day, as with other social platforms) GE will create a story that features interviews with engineers and showcases interesting projects around the world. This is done in a manner that fits with the Snapchat platform’s aesthetic (read: emojis and drawings). The only thing I knew about GE before this was that they made appliances, but now I look forward to being entertained by their stories and maybe learning something about the brand.